Reputation Management in the Twitter age

Reputation Management in the Twitter age

Charlotte Stoel

Charlotte Stoel

It’s not been a great month for HMV, let’s be honest, but this latest backlash from employees on Twitter is an interesting example on how not to manage your company’s reputation.

Angry employees briefly took over the feed to vent their annoyance at the current redundancy situation. Tweets with the hashtag #hmvXFactorFiring appeared saying things like 60 ‘loyal employees who love the brand’ were about to be fired and ‘the company you dearly love is being ruined’.

Once executives caught wind of these tweets, they were quickly deleted but not fast enough for them not to be captured by the Twittersphere, and then of course, the media.

HMV tweet

This prompted an official statement on redundancies to confirm the reports. However, and more interestingly, HMV would not comment on the Twitter hijack. Was that wise? Not in my view.

The about-to-be-fired employees clearly felt very passionately about HMV and there is no doubt that it has always been a very likable brand. Instead of ignoring the comments on Twitter in media statements, HMV could’ve acknowledged the passion from their employees and sympathised with them at the situation. We all know that making redundancies is never a nice thing for anyone involved – no-one could hold that against them.

That said, four hours after the first tweets there was a tweet posted by someone else acknowledging what was being said earlier.

The key learning from all of this? Every company should have a carefully thought-out crisis communication plan in place – especially when you can pre-empt the situation, like in HMV’s redundancies case. In today’s world, this includes gaining control over and managing all social media feeds. Oh and don’t forget to change the passwords so it doesn’t get hijacked!

This post was written by Charlotte.

Share this story:

Read more from the blog

Blog

Is VR growing up?

There was a time when it looked like virtual reality (VR) would never be able to shake its clunky image. From the release of Nintendo’s Virtual Boy in 1994 to Google’s low-price headset, Google Cardboard, it was hard to hear about a new iteration of VR without the additional point of ‘unfulfilled expectations’. Despite numerous […] ...Read more

Matthew Healey
Matthew Healey
Blog

PR and Communications in the run up to a rebrand

Effectively managing PR and communications during a rebrand involves maintaining continuous engagement, understanding the transition process, focusing on consistent messaging, and preparing the audience for the upcoming brand identity change. ...Read more

Charlotte Stoel
Charlotte Stoel
Blog

Why we know everything – and nothing – about the Met Gala

The Met Gala cultivates a reputation of exclusivity and mystique while showcasing avant-garde haute couture creations enhanced by cutting-edge technology on the iconic red carpet. ...Read more

Alexandra Kourakis
Alexandra Kourakis

Add a comment

Time limit exceeded. Please complete the captcha once again.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information